Goal-Framing Theory and Zero-Waste Purchase Intention: Mediating Role of Willingness to Pay a Premium
(A2024-119877)

AUTHORS

Nidhi Yadav, Jaypee Institute of Information Technology, Sector-62, Noida; Charu Sijoria, Independent Researcher

ABSTRACT

This study investigates the mediating role of willingness to pay a premium in influencing consumers’ purchasing intentions and explore the factors influencing zero-waste (ZW) purchase decisions. The primary data collection analyses 344 responses with awareness of ZW products. To determine the validity and reliability, confirmatory factor analysis (CFA) was utilized in SPSS AMOS 21. The proposed framework and hypotheses were examined by combining the bootstrapping method with structural equation modeling (SEM). Results indicate a significantly positive relationship between determinants of goal-framing theory (GFT) and purchase intention. The willingness of consumers to pay a premium partially mediates the relation of gain and normative motivations with ZW purchase intention. The proposed conceptual framework confirms the adequacy of the extended GFT in investigating ZW purchase decisions. This research enhances the existing knowledge of willingness to pay and ZW purchase intention. Furthermore, researchers have suggested feasible marketing approaches to strengthen ZW marketing.